Request a briefing

The book

Strategy Is the Making.

How Organizations Shape What Becomes Possible, by William Haas Evans, founder of Fugue. Every consequential choice changes the organization that makes it, and it changes the conditions for the choice that follows.

The thesis

Every organization is already shaping what becomes possible for itself and for the people around it. Strategy is doing that on purpose: making the choices and trade-offs, and making the conditions in which people can make them well together.

The book's thesis, from the Introduction.

Seven movements

01Rupture
02Perception
03Coordination
04Judgment
05Time
06Transition
07Regeneration

As organizational capabilities: sense, interpret, connect, judge, time, transition, renew. Each movement opens with a jazz recording and closes with what a leadership team can take from it.

Who it is written for

Written for founders, executives, strategists, board members, and the people leading a transformation.

DetailsForthcoming. The cover, timing and availability are revealed on 19 November 2026.

Request a briefing

Every organization is already shaping what becomes possible. Strategy is doing that on purpose.

Send me the Introduction, or bring us the decision the book should help you make.

Request a briefing